Building the Right Relationships with Social Media Influencers

Working with social media influencers has become one of the most beneficial tools in marketing. If you have not noticed by now, many brands are sending their products to these influencers in hopes that they will review it to their followers. Some brands even offer compensation for a scripted review. While brands continue to collaborate with influencers, it is important to make sure the influencer's image does not get lost in the advertisement.

Ingrid Nilsen reviewing a MotoZ Smartphone that was gifted by Moto Mods in her latest YouTube video.

Ingrid Nilsen reviewing a MotoZ Smartphone that was gifted by Moto Mods in her latest YouTube video.

Lately, I have been into watching YouTube videos where I have come across some channels who produce content that is intriguing to me. The more I watch a YouTuber, the more I feel connected with them because their content is so genuine. However, there are a few channels that I was once a fan of but quickly unsubscribed when I realized their channel was nothing but a commercial. The excessive amount of sponsored videos can cause followers to lose trust in influencers. As a brand wanting to reach out to an influencer, I think it is best to make sure that your product is something the influencer and their followers can actually benefit from. It will draw a red flag if a beauty guru is advertising a video game. I found that based on 'Likes' and comments, followers prefer when an influencer reviews a product that they have actually tried and loved. It shows on camera! Brands should send their products to influencers to see if they like it instead of paying them an excessive amount of money to read lines. This will allow the influencer to keep their relationship with their followers while still advertising a product they like.

Orion Carloto posing in a pair of gifted Sperry's while her followers comment about wanting the same shoes.

Orion Carloto posing in a pair of gifted Sperry's while her followers comment about wanting the same shoes.

At the end of the day, it seems to be in the best interest for both the brand and influencer to be open and honest with their audience. That trust could potentially lead to brand rep opportunities like Instagram star Orion Carloto's long-term collaboration with Sperrys. Word of mouth draws customers in and a brand should want genuine reviews rather than scripted ones to keep both the influencer and brand's reputation in good standing.

- Barbara